If there’s one co-hort that understands the value of their data it is Gen Z. And if the value exchange is strong and they trust your brand (emphasis on brand trust) then they will be the first in the pool on sharing coveted zero party data with that trusted brand. Zero-party data is the information customers willingly volunteer about their preferences, needs, and context. Gen Z’s hope is brands will actually listen and enhance their experiences – “think training their algorithms.” Smart programs use onboarding and ongoing touchpoints to ask simple, thoughtful questions—and then act on them immediately. e.l.f. Beauty Squad and My Purina stand out for making the exchange obvious: tell us what you want, and we’ll make the experience better right away. This isn’t about surveys; it’s about creating a dialogue. Brands that do this well build trust faster and generate more relevant offers without relying on guesswork. When programs like Marriott Bonvoy and Starbucks connect memberships and recognize the shared customer while they’re actually on the road, the benefit lands in the moment, not in a quarterly statement. Principal Analyst at Forrester, John Pedini’s forward look is compelling—consumers will soon bring their own AI agents that assemble itineraries around “non-negotiables” and flex on everything else. Pedini flagged Chipotle Rewards U, a student-authenticated extension calibrated to campus life. It’s segment-specific by design—game days, finals, and perks that feel earned, not generic—and it signals a broader shift: loyalty moving from linear discounts to contextual relevance. In my own coverage of travel and experience brands, the programs that grow faster are the ones that make the next decision feel obvious. Pedini flagged Chipotle Rewards U, a student-authenticated extension calibrated to campus life. It’s segment-specific by design—game days, finals, and perks that feel earned, not generic—and it signals a broader shift: loyalty moving from linear discounts to contextual relevance.